Sacha Baron Cohen is suing a cannabis dispensary after it used his iconic character Borat in its advertising without permission.
Borat featured on a billboard for Solar Sustainable Cannabis in Massachusetts.
The satirical character was created by Cohen in 2006 and recently appeared in film Borat Subsequent Moviefilm.
According to The Hollywood Reporter, Cohen is seeking almost $9 million in damages for false advertising and copyright infringement.
“Cohen has spent much of his career making a mockery of ‘stoner’ culture — a culture which the Defendants’ Billboard overtly celebrates.”
“He is an Observant Jew; and he is proud of his cultural heritage. He does not wish to be involved in the heated controversy among the Orthodox Jewish community about whether cannabis can be used under Jewish traditions, customs, and rules.”
Allegedly, the company received several cease and desist notices which have resulted in the removal of the billboard.
Solar Sustainable Cannabis do not wish to compensate Sacha Baron Cohen.
“I am aware of the allegations made against Solar Therapeutics, Inc. (Solar),” wrote a lawyer for the company.
“Upon receipt of the cease and desist letter from Mr. Cohen’s legal counsel Solar immediately requested that the sign company remove the billboard in question.
“As there is an active case before the court, we have no further comment at this time.”
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